房地产广告媒体投放策略分析
摘 要
随着城市建设的发展和市场经济的日趋完善，房地产也已经成为国民经济的支柱产业。作为依附的房地产广告也相应地完成了一次周期性成长，逐渐演化成一个单独的行业，在商业广告中占据首位。但是，由于发展时间短，速度快，房地产广告仍存在一系列问题。开发商投放广告的策略多半是盲目的，对投放效果的界定和检验没有明确的概念，投放行为常以以往的经验和投放成本低廉与否为依据，造成投放成本的浪费，“广告泡沫”现象严重。因此，合理的对房地产项目和广告投放媒体进行分析，制定最优的广告投放策略显得关键和迫切。
本文以文本分析为主，结合定性分析、比较分析，系统性地分析总结了我国房地产广告投放的现状及存在的问题，为制定最优房地产广告媒体投放策略找到一条新的途径。本文从投放媒体种类选择入手，优化整合媒体资源，通过选择投放时机，借助事件媒体等灵活投放方式，实现广告投放的最佳决策，获得最佳广告效果。
关键词：房地产广告；媒体选择；媒体整合；投放策略
ABSTRACT
Along with the development of the urban construction and the further improvement of the market economy，the real estate industry has become an important pillar industry of the national economy. The real estate advertisement as attachment correspondingly completed a cyclical development, gradually evolved into a single industry, in commercial advertisements to occupy the first place. However, the development time is short, fast, real estate, advertising a series of problems still exist. Most developers advertising strategy is blind, to put in effect there is no clear definition and concept testing, running behavior and past experience often put low-cost or not, based on running costs caused by waste, "Ad bubble" phenomenon serious. Therefore, a reasonable advertising for real estate projects and analyze the media to develop the best advertising strategy to appear essential and urgent.
This paper-based text analysis, qualitative analysis, comparative analysis, systematic analysis of the real estate ads summarizes the present situation and existing problems in order to put strategies in real estate advertising medium to make some scientific and reasonable proposal. This paper argues that the media type selected from a running start and optimize the integration of media resources, and then select the delivery time, with events such as flexible media delivery method, to achieve the best advertising decisions, the best advertising results.
Keywords: real estate advertising; media selection; media integration; delivery strategy
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